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Improving your CTR is now the single biggest thing you as an advertiser can do to improve your AdWords quality score and reduce your CPC. When it comes to CTR, every little helps. Today, I’m going to show you two very simply things you can do to increase your CTR and as a result, your quality score. The following can be implemented easily and immediately but as with all changes to your PPC account, make sure you test the results. If it doesn’t work for you, revert.

Google has recently announced that you can now tag  your adwords ads with your company address. These are called location extensions. However, many advertisers do NOT want their company address under their ad.  We’ll cover that in another blog post. They are also not available in many countries.

Instead, we’re going to use regional targeting to add the County, City or State of the SEARCHER to the bottom of your ad. When the person that’s performing the search sees their OWN City, State or County below their ad they not only see a word they can relate to but an ad that’s a little different to most (if not all) of the other ads on the page. This has an immediate and sometimes astonishing impact on click through rates.

To achieve this we simply need to get a little more granular with our regional targeting in AdWords. It’s really quite simple. Instead of targeting a whole country like the US or Ireland, select “target specific locations within a single country or territories” and select EVERY STATE . You could even select every metropolitan area or even every city to have THOSE show up below the ad.

Likewise, Instead of targeting the whole country of The Republic Of Ireland, select “target specific locations within a single country or territories” and select all 26 Counties in The Republic instead. If you are based in Dublin for example, using this method, a searcher from Cork would see the word “Cork” below your ad.

That’s it! Simply update/upload your campaign, wait a few minute and when someone performs a search from any location that you are now targeting, their city, metro area, State or County will show up below the ad. We have found that in 100% of cases for both us and our clients, combined with gradual CTR increases this has improved our CTR significantly. CTR being the single biggest factor that you as an advertiser can influence towards your quality score, improving CTR is a no-brainer.

While it’s not possible to auto rotate these ads in the same campaign, we had to try and replicate that for this test. We spread it out over a month (yea, low volume) alternating the days that each campaign was enabled. So each ad got the same share of days of the week, times of the day etc. The big drawback here is actual demand for the “product” on any specific day may have skewed the results slightly but I think we got a pretty accurate result that is in line with what we have seen with all our other campaigns.You will notice that the CTR is almost 100% greater and the cost is 100% less.

An increase in relevant CTR (No bounce/back rate) is an effective increase in that keywords quality score.

On the subject, to remove the location from below your ad (I have no idea why you would want to), you can target a specific geographic area using customized targeting.  Many thanks to Richard at Apogee for teaching me something new and keeping me on my toes over on the official AdWords help forum.

So there you have it. A simple, yet effective way to improve your quality score without much effort. What other ways have you found to increase the quality score of your keywords?

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I am rarely one for conspiracy theories or donning tinfoil hats but a word of warning, a lot of this post is conjecture. With that disclaimer out of the way, I would like to discuss a trend that I have noticed with the paid side of Google AdWords. I wrote recently about Google flushing out affiliates that use AdWords. A lot of people didn’t agree with me yet Google published an update just days afterward to it’s “website types to avoid” document about the exact topic. A lot of commenters made the very valid point that Google owns and operates it’s very own affiliate network.

The biggest revelation that was drawn from this and the subsequent thread over on WebmasterWorld was that Google was flushing out even the “highest quality” affiliates. They were even flushing out direct linking affiliates that were advertising with the parent merchants consent. I wont go into the rights and wrongs of all this, it’s been done to death on the WMW thread already and I do not want to discuss the whole Google Vs Affiliates topic again either. What I do want to point out is what happened next.

On Wednesday, November 11th, the Inside AdWords blog announced Product Listing Ads. Product listing ads are image ads that appear along with the “normal” sponsored listings on a Google search result page except they have images, merchant name and prices associated with the ad.

Pay only for results: Product Listing Ads are charged on a cost-per-action (CPA) basis, which means that you only pay when a user clicks on your ad and completes a purchase on your site. Because Product Listing Ads is charged on a CPA basis, it offers a risk-free way for you to reach a larger audience on Google.com.

While this is still in very limited beta it’s quite interesting. I was wondering how Google would go about charging merchants the CPA. I’m not sure how long this has been a feature in Google Merchant Center, but you can now link your AdWords account to your merchant center account.

You can now specify your AdWords account information in your Google Merchant Center account. By doing this, you can surface your product information in your AdWords ads. AdWords campaigns that are linked to Google Merchant Center accounts will receive the benefit of richer, more specific product information in their creatives; including images and prices.

You can add multiple AdWords accounts to a single Google Merchant Center account. To do this, simply enter your AdWords Customer ID under Add an AdWords Customer ID: and click Add. Once you’ve entered your AdWords Customer ID in your Google Merchant Center account, you’ll need to create a Product Extension within the Campaign Settings section of your AdWords account and link it to your Google Merchant Center account.

So now Google is allowing merchants to link their product feeds to AdWords and set a price they want to pay for each sale? Isn’t that what a PPC affiliate does/Used to do? Only this time, Google being the owner of the search engine can offer what no other affiliate can, images and branding directly in the search results.

Could it be that Google flushed out all the affiliates to make room for the merchants that it is promoting on a CPA basis? What if Google were to allow it’s affiliate network merchants opt in to product listing ads? All their feeds, data, images and prices are already uploaded to the network. Couldn’t/Shouldn’t Google start displaying product listing ads in the search results for it’s own merchants and getting a nice juicy CPA for it? Doesn’t this make sense? Google has all the data it needs to display the most profitable product ads too. Affiliate marketing is a multi billion dollar industry. Why wouldn’t they get on board? Especially if it compliments their existing search results. It appears that others have come to the same conclusion. Google have since announced more AdWords bans and in typical Google fashion, refuse to communicate clearly.

Google has just announced a whole slew of new ad formats, is slowly making organic results less visible and now with product listing ads is monetizing the remaining space above the fold. It’s also worth noting that this month, Google also released DFA analytics. It’s all mounting up.

Don’t get me wrong, I think this is great for merchants and I am a firm believer that Google can and should do what they want with their own search engine. I am also not sounding the death knell of affiliate PPC marketing. I do however believe that PPC affiliates are going to be up against a pretty powerful 800 Lb Gorilla in the very near future.

I’d like to end with a quote over on WMW by the very wise Netmeg (You should follow her on twitter too):

But nothing pisses me off more than seeing all the talk about how Google has destroyed your business. Google has NOT destroyed your business. If your business cannot survive without Google, then YOU have destroyed your business..

…Google is not responsible for the success or failure of your business. YOU are.

I was wondering why Google was flushing affiliates out of the AdWords system and not so much the organic results. This is, in my opinion, a possible reason why. Google is making room for itself. Time to focus a little more on paid search? What do you think?

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There are literally thousands of SEO tools out there. Some paid, some free, some good and some not so good. There is one tool that is often overlooked when it comes to SEO, yes, search engine optimisation, and that’s AdWords. While most people see AdWords as simply a paid traffic generation tool, many fail to realize the organic SEO benefits a tool like AdWords can provide. I’ve touched on this subject briefly before but below, I have outlined a few more detailed ways that AdWords can (and should) be used for SEO. Please note that screenshots have been slightly modified to protect some sensitive data.

1) For Keywords

Before you start to do any SEO on your site, you need to know what keywords to target (You can’t target them all). You could use one of the plethora of keyword tools out there but they are rarely accurate. AdWords allows you to test any amount of keywords you think are relevant to your site and get 100% accurate data on which ones you should be targeting. There’s no worse feeling spending months targeting a keyword for SEO and finding out that it doesn’t convert or it doesn’t drive any traffic. You can even filter out keywords that use a question mark so you can find questions to problems that your product or service can solve. You can then craft a blog post around this question.

2) For SERP CTR Improvements.

Any seasoned SEO knows that Google uses some sort of user data and probably uses organic SERP CTR data (and a recent patent looks like things are going that way) to judge how relevant an organic listing is to a keyword . Marcus touches on it here and Bill goes into patent detail here. With the CTR data and gains you obtain from a PPC campaign, you KNOW what page title and meta description to use to increase your organic SERP CTR. Just think, if you’re in position 3 and get twice the click through rate as the number 1 position over time, doesn’t it make sense that Google would factor this in? Simply pick the best headline from your best performing AdWords campaign and use that as your headline on your page. Pick the description of the best ad and add that to the meta description. This can be improved upon and changed over time too with zero risk. Use the AdWords Ad Performance Report for this (Make sure you filter the ads so that there is enough impression and click data to get a statistically significant ad, using AdWords Editor works great for this too). This also has the benefit of getting the perfect anchor text when someone links to you because many people will use the page title when linking out to you.

3) For Landing Page Optimization.

With Google’s website optimizer, you can quickly test and optimize your landing pages so that you don’t have to wait months for the traffic you would ordinarily need for optimizing with organic traffic. You can create a landing page that’s super optimized for your conversion type so that when the organic visitors do come, you’ll convert them at ultra high rates. This gives you a huge head start over your competitors. It also allows you to create personas that you can map to keywords or sets of keywords to each persona so you can create specific “SEO Campaigns” and more effectively structure a larger SEO effort.

4) For Geographic Targeting.

AdWords allows some pretty granular geographic targeting. Knowing which countries, cities or states convert best (by using a Geographic Performance Report in AdWords), can help you optimize your pages specifically for those locations. It can also help deciding which cities to target when running local business listing campaigns. This data can also help you decide if you should create location specific landing pages or not. Tailoring landing pages to a users landing page has proven extremely effective How many really attractive people have you seen available for a date in *your area* lately?

5) For Link Ideas

The Google content network reaches 80% of all online users in the world! Running a campaign on the content network can generate a LOT of traffic but using Placement Performance Reports in AdWords, you can see where exactly you’re CONVERTING ads are running. You can use this info to strike a direct sponsorship deal with a particular site that’s sending you great quality traffic, or maybe you can write content for those particular sites and get a link back. Some people I’ve heard of have even bought links from those sites. An ultra relevant link that sends conversions. You wont get that from any directory links!

6) For Content Ideas

Further to (5), you can see a list of URLs that sent you converting traffic. You can look at the content of that URL and create some content (even a blog post) that has even better information than that page and solves the problem the visitor came to your site to solve to begin with. If that particular page of content was found organically, if you can make it better with your content and SOLUTION, you’ll have fantastic web content that attracts links naturally, more so than the original piece. You can even merge a lot of the ideas from different sources into one “super source” of content which will be seen as the ultimate resource and linked to as such.

7) For Large Scale Media Buys

While this is not strictly SEO related it’s very valuable. If your product or service has mass appeal, you can use the Google content network to test out creatives (flash ads, image ads, video ads etc.) to find out which ones drive the highest CTR and Conversion rate out in the wild. Now you don’t have to drop 25k on a run of network test just to find the best creatives. Anyone who has ever advertised on the Yahoo display network in the past can tell you, this is not for the faint of heart, although this has changed somewhat recently with the improvements of a FANTASTIC service called AdReady (More about this in another post). You can go into your media buy with what you KNOW are strong creatives.

Demographic Targeting Facebook

Again, not SEO related but a goodie. You can use an AdWords Demographic Performance Report and ad version reports to find out (generally) what age, sex and country demographics are converting on your site and the creatives that were associated. You can use this info to get a whopper of a start in facebook. Simply target the age, country and sex fields in facebook that matched your AdWords reports and use similar images/creatives for your ads. (You can pick up a free $100 facebook voucher code here). You can also use this demographic data for (7) above to give you that extra edge. Facebook uses CTR data and historical CTR data as a major factor on how much coverage you get so the higher your initial CTR for a new campaign the better. Start as you mean to go on.

9) For Link Exposere & Diversity

New website owners have always faced the chicken and egg problem. How do you get links to a new site if nobody knows about you to link to you? With AdWords, you can get immediate exposure to your content, product or service. With this immediate exposure comes the potential to be linked to which will ultimately improve organic search engine rankings (Be careful to redirect your users to the correct URL when using this method, you don’t want links to an analytics tagged URL or a URL with any sort of campaign tracking arguments in it). This is technically a “clean way” to buy a link. You can also buy AdWords traffic to your linkbait content. This is a slight variation on one of Gab’s tips in his fantastic piece on link buying here. *Image courtesy of SEO Book*

10) For Improving Your Conversion Rate

Yes, that’s right… improving your conversion rate. Microsoft/Atlas release an insightful piece of research (PDF) showing that and increase of up to 22% in conversion rate can be achieved by effectively synergizing search and display advertising. We have found this to be true not only with display and PPC search, but also with display and organic search. This information comes with a few caveats however:

Another point of interest is the impact of display ad frequency in driving conversion results for users exposed to both display and search. Again, the results varied by advertiser, but generally those users who viewed three or more impressions in combination with at least one search click had better results than those who viewed only one or two impressions. Both conversion rates and search click-to-conversion rates climbed significantly for these users, further suggesting the benefit of display advertising when paired with search. However, there is a point of diminishing returns when display ad frequency gets too high.

So there you have it. Ten ways in which AdWords (or any other PPC network) can help improve your search engine optimization. Do you use AdWords in any other creative ways to help improve your natural search engine rankings? If so, why not share them in the comments below and I will add more to the post (with a link) as they come in.

Note* I am fully aware that in a lot of cases, users who click on sponsored listings behave differently than those who don’t. Please use the above tips as guidelines and make sure to test everything for yourself.

Go to Source

There are literally thousands of SEO tools out there. Some paid, some free, some good and some not so good. There is one tool that is often overlooked when it comes to SEO, yes, search engine optimisation, and that’s AdWords. While most people see AdWords as simply a paid traffic generation tool, many fail to realize the organic SEO benefits a tool like AdWords can provide. I’ve touched on this subject briefly before but below, I have outlined a few more detailed ways that AdWords can (and should) be used for SEO. Please note that screenshots have been slightly modified to protect some sensitive data.

1) For Keywords

Before you start to do any SEO on your site, you need to know what keywords to target (You can’t target them all). You could use one of the plethora of keyword tools out there but they are rarely accurate. AdWords allows you to test any amount of keywords you think are relevant to your site and get 100% accurate data on which ones you should be targeting. There’s no worse feeling spending months targeting a keyword for SEO and finding out that it doesn’t convert or it doesn’t drive any traffic. You can even filter out keywords that use a question mark so you can find questions to problems that your product or service can solve. You can then craft a blog post around this question.

2) For SERP CTR Improvements.

Any seasoned SEO knows that Google uses some sort of user data and probably uses organic SERP CTR data (and a recent patent looks like things are going that way) to judge how relevant an organic listing is to a keyword . Marcus touches on it here and Bill goes into patent detail here. With the CTR data and gains you obtain from a PPC campaign, you KNOW what page title and meta description to use to increase your organic SERP CTR. Just think, if you’re in position 3 and get twice the click through rate as the number 1 position over time, doesn’t it make sense that Google would factor this in? Simply pick the best headline from your best performing AdWords campaign and use that as your headline on your page. Pick the description of the best ad and add that to the meta description. This can be improved upon and changed over time too with zero risk. Use the AdWords Ad Performance Report for this (Make sure you filter the ads so that there is enough impression and click data to get a statistically significant ad, using AdWords Editor works great for this too). This also has the benefit of getting the perfect anchor text when someone links to you because many people will use the page title when linking out to you.

3) For Landing Page Optimization.

With Google’s website optimizer, you can quickly test and optimize your landing pages so that you don’t have to wait months for the traffic you would ordinarily need for optimizing with organic traffic. You can create a landing page that’s super optimized for your conversion type so that when the organic visitors do come, you’ll convert them at ultra high rates. This gives you a huge head start over your competitors. It also allows you to create personas that you can map to keywords or sets of keywords to each persona so you can create specific “SEO Campaigns” and more effectively structure a larger SEO effort.

4) For Geographic Targeting.

AdWords allows some pretty granular geographic targeting. Knowing which countries, cities or states convert best (by using a Geographic Performance Report in AdWords), can help you optimize your pages specifically for those locations. It can also help deciding which cities to target when running local business listing campaigns. This data can also help you decide if you should create location specific landing pages or not. Tailoring landing pages to a users landing page has proven extremely effective How many really attractive people have you seen available for a date in *your area* lately?

5) For Link Ideas

The Google content network reaches 80% of all online users in the world! Running a campaign on the content network can generate a LOT of traffic but using Placement Performance Reports in AdWords, you can see where exactly you’re CONVERTING ads are running. You can use this info to strike a direct sponsorship deal with a particular site that’s sending you great quality traffic, or maybe you can write content for those particular sites and get a link back. Some people I’ve heard of have even bought links from those sites. An ultra relevant link that sends conversions. You wont get that from any directory links!

6) For Content Ideas

Further to (5), you can see a list of URLs that sent you converting traffic. You can look at the content of that URL and create some content (even a blog post) that has even better information than that page and solves the problem the visitor came to your site to solve to begin with. If that particular page of content was found organically, if you can make it better with your content and SOLUTION, you’ll have fantastic web content that attracts links naturally, more so than the original piece. You can even merge a lot of the ideas from different sources into one “super source” of content which will be seen as the ultimate resource and linked to as such.

7) For Large Scale Media Buys

While this is not strictly SEO related it’s very valuable. If your product or service has mass appeal, you can use the Google content network to test out creatives (flash ads, image ads, video ads etc.) to find out which ones drive the highest CTR and Conversion rate out in the wild. Now you don’t have to drop 25k on a run of network test just to find the best creatives. Anyone who has ever advertised on the Yahoo display network in the past can tell you, this is not for the faint of heart, although this has changed somewhat recently with the improvements of a FANTASTIC service called AdReady (More about this in another post). You can go into your media buy with what you KNOW are strong creatives.

Demographic Targeting Facebook

Again, not SEO related but a goodie. You can use an AdWords Demographic Performance Report and ad version reports to find out (generally) what age, sex and country demographics are converting on your site and the creatives that were associated. You can use this info to get a whopper of a start in facebook. Simply target the age, country and sex fields in facebook that matched your AdWords reports and use similar images/creatives for your ads. (You can pick up a free $100 facebook voucher code here). You can also use this demographic data for (7) above to give you that extra edge. Facebook uses CTR data and historical CTR data as a major factor on how much coverage you get so the higher your initial CTR for a new campaign the better. Start as you mean to go on.

9) For Link Exposere & Diversity

New website owners have always faced the chicken and egg problem. How do you get links to a new site if nobody knows about you to link to you? With AdWords, you can get immediate exposure to your content, product or service. With this immediate exposure comes the potential to be linked to which will ultimately improve organic search engine rankings (Be careful to redirect your users to the correct URL when using this method, you don’t want links to an analytics tagged URL or a URL with any sort of campaign tracking arguments in it). This is technically a “clean way” to buy a link. You can also buy AdWords traffic to your linkbait content. This is a slight variation on one of Gab’s tips in his fantastic piece on link buying here. *Image courtesy of SEO Book*

10) For Improving Your Conversion Rate

Yes, that’s right… improving your conversion rate. Microsoft/Atlas release an insightful piece of research (PDF) showing that and increase of up to 22% in conversion rate can be achieved by effectively synergizing search and display advertising. We have found this to be true not only with display and PPC search, but also with display and organic search. This information comes with a few caveats however:

Another point of interest is the impact of display ad frequency in driving conversion results for users exposed to both display and search. Again, the results varied by advertiser, but generally those users who viewed three or more impressions in combination with at least one search click had better results than those who viewed only one or two impressions. Both conversion rates and search click-to-conversion rates climbed significantly for these users, further suggesting the benefit of display advertising when paired with search. However, there is a point of diminishing returns when display ad frequency gets too high.

So there you have it. Ten ways in which AdWords (or any other PPC network) can help improve your search engine optimization. Do you use AdWords in any other creative ways to help improve your natural search engine rankings? If so, why not share them in the comments below and I will add more to the post (with a link) as they come in.

Note* I am fully aware that in a lot of cases, users who click on sponsored listings behave differently than those who don’t. Please use the above tips as guidelines and make sure to test everything for yourself.

Go to Source

Over the past year we have had a massive increase in leads for our range of online marketing services, especially from Ireland. The recession has really done a number on the SME and most are starting to think smart, because they have to. This has led them to look more and more to the online face of their business and many are shocked that their competition who put int he effort earlier on are way ahead of them in the online space.

In a lot of cases, it is no longer good enough to have a lot of inbound links OR a good looking website. You need both. There is also no point in having a website number one in the search results for a keyword if the traffic it brings just will not convert on your dated website. While constant hacking away at an already poor website may bring temporary relief, it’s just a band aid and will eventually be untenable.

Trent over at Blizzard Internet makes a very good point about how all the SEO tactics in the world can’t help a poor website. He goes into some detail on the stats but this jumps right out and should be highlighted.

… Sometimes they want to discuss SEO and are not open to discussing the overall problems with their website. Forget SEO for a moment, and consider that doubling the visitors to your website still won’t be profitable if your website doesn’t convert. It is the definition of throwing good money after bad… This hotel doesn’t need more SEO! They need to lower their 43% bounce rate AND improve their 0% conversion rate. They need a better booking engine.

Some web designers can even do a lot of damage to their clients online business if they don’t have at least a basic understanding of what I call “Core” seo. Adam has a great post on dangerous web design here where he states:

So what is there to learn from all this? At a minimum, this situation illustrates that knowledge of SEO is critical for anyone running a web design/development firm. But I would argue that this isn’t even SEO — it’s basic web 101. To think that companies are operating without this knowledge, and doing their clients real harm, is a little scary.

The emphasis above is mine because I think that is exactly what Eoghan and Ken were trying to get across in the SEO is Bullshit post here. While I do nott agree that SEO is bullshit (Bill pretty much put that to bed in his excellent “10 SEO Questions” post), I DO see their point. “Core” SEO is basic webmastering and web design 101. You’ll find it very difficult to make a website made completely with images or flash against a competitor with a well designed, standards compliant, accessible and structurally comprehensive website with logical internal linking and basic best practices kept in mind.

To all you small business owners considering getting a website built, please remember to ask your web design company or web designer what they are doing to make sure your website is search engine friendly. To all you small business owners considering getting SEO “done” to an existing site, consider what I said above. All the SEO, inbound links or fantastic content in the world wont help you if you have a terribly inaccessible site.

This post may seem a little self serving but more and more we are not only having to redesign clients websites , but insisting on it. (We have now merged our web design service with our other offerings to be more in line with this idea). So before you even consider having an SEO company work on your site, make sure it’s ready to be worked on or it might end up costing you a lot more in the long run.

Finally, in relation to inbound links, a really good website design that pays attention to both style and standards can obtain a massive influx of high quality links and traffic by being included in the plethora of web design and CSS showcase galleries. These can be a huge boost to site authority and give a much need initial boost to any SEO efforts.

* This will be the final semi-self serving post of the year What do you think of the new design?

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One of the huge hurdles of starting any SEO campaign is knowing what keywords you are going to target. Keyword tools are a dime a dozen and we’ve all used them. But the biggest problem that they all have is that they can’t show conversion data (obviously).  I am a big fan of using PPC to get accurate and converting keyword data and optimizing to help rank for those keywords that you KNOW convert (or at least have a very good chance of converting again). This can also be done in reverse.

In a lot of cases, pay per click campaigns can give you some really valuable insights into the words that people use to find your site and ultimately become customers. In many cases, these words are quite long and were never phrases you were specifically targeting. Adwords for example can give you data on hundreds of CONVERTING long tail search terms. Once you know know what they are, you can simply craft a page specifically for those terms, focus on the on page elements, then sometimes all it takes is a new blog post linking to that page either internally or externally to get it into the number 1 position on the search engines. I wrote a post on the correlation between PPC and SEO a while back and I feel it’s still true today.

I do realize that optimizing for a search term that converts once every month may seem like a waste of resources in the short term but those rankings are easier to get and can add up quickly. To compete in a saturated market from the grass-roots level it’s essential. I also believe this method of growth and promotion is in line perfectly with what Matt Cutts (The head of search quality and webspam at Google) mentioned in the below webmaster help video in June. The video is only 87 seconds long but his point is clear.

Matt also reinforces this point again at his wordcamp presentation, (skip to ~29:30). He mentions specifically:

“Build up, build up, don’t over reach… you have to get there gradually”

“Start with a smaller niche then embiggen that niche”

“You’re writing about more and more important things and bigger niches and eventually, over time, people get to know you … they’re sending you links and LIFE IS GOOD.”

This method of building up very specific content should attract links naturally and over time build up the reputation and authority that your site needs these days to even have a chance in more competitive markets.

So we know that rankings matter. They matter a lot. There will never be a way to know 100% for sure where you rank for a given phrase but I think it’s pretty important to have as good an idea as possible so you can monitor the “success of your embiggening” (you can’t measure what you can’t track). I know a lot of people/SEOs are not fans of rank checkers but I think that if you monitor your rankings over local search engines over a long enough period of time, you get a good idea of how your doing and weather or not you need to focus more on the long tail or specific regions.

I wont go into too much detail about the variety of rank checkers available, Ann Smarty does a great job of that here but I will mention the one that we use here at Redfly. We use Advanced Web Ranking.

Advanced Web Ranking is website ranking software that allows you to track as many keywords as you see fit across every search engine imaginable, including every regional version of the major ones. The search engine database is updated almost daily and they even have the latest versions of Google caffeine and all it’s regional indexes included.

What’s even better is the fact that it uses the search engines API keys (You all still have your Google SOAP API keys right?) so you’re not violating any of the search engines rules about automated queries. The reporting is fantastic and you can easily see at a glance you’re overall organic visibility. The one problem I have with this application is that it only allows a single API key, I’d love to be able to enter multiple APIs, especially for each site. It’s expensive and not for everyone but for those serious about tracking rankings over multiple sites, I highly recommend it.

*** Edit: As noted in the comments below, the AWR search engine ranking software does indeed take the Google AJAX API keys.

Imagine if you had data on 1000 longtail keywords that only converted once or twice each year from your PPC campaigns. Each conversion is valued at say, €100. If you rank on page one for these results in the organic SERPs, chances are you’ll eventually get clicks and conversions. If you only get ONE conversion for each of these keywords again, that’s still €100,000. I’d be willing to bet you could generate relatively decent content for each of those terms for less than €100, especially if you are bootstrapping and especially if that content you are creating helps build your authority (see above). It’s a win-win-win situation. You’re creating content that you KNOW converts, that you KNOW will help build your authority (because you KNOW your customers convert on these topics) and that you KNOW is a worthwhile investment of time. It’s essential to monitor how you’re doing for these terms.

I know a lot of people will not agree with me in the value of tracking individual keyword rankings, they are indeed in a state of “everflux” (although longer tail term rankings tend to be a LOT more stable). But surely having a reasonable idea of how you’re performing holds value? Especially if you are entering a competitive market “through the back door” using the long tail method outlined above and in the videos by Matt.

What rank checkers do you use? Do you find they are a waste of time?

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One of the huge hurdles of starting any SEO campaign is knowing what keywords you are going to target. Keyword tools are a dime a dozen and we’ve all used them. But the biggest problem that they all have is that they can’t show conversion data (obviously).  I am a big fan of using PPC to get accurate and converting keyword data and optimizing to help rank for those keywords that you KNOW convert (or at least have a very good chance of converting again). This can also be done in reverse.

In a lot of cases, pay per click campaigns can give you some really valuable insights into the words that people use to find your site and ultimately become customers. In many cases, these words are quite long and were never phrases you were specifically targeting. Adwords for example can give you data on hundreds of CONVERTING long tail search terms. Once you know know what they are, you can simply craft a page specifically for those terms, focus on the on page elements, then sometimes all it takes is a new blog post linking to that page either internally or externally to get it into the number 1 position on the search engines. I wrote a post on the correlation between PPC and SEO a while back and I feel it’s still true today.

I do realize that optimizing for a search term that converts once every month may seem like a waste of resources in the short term but those rankings are easier to get and can add up quickly. To compete in a saturated market from the grass-roots level it’s essential. I also believe this method of growth and promotion is in line perfectly with what Matt Cutts (The head of search quality and webspam at Google) mentioned in the below webmaster help video in June. The video is only 87 seconds long but his point is clear.

Matt also reinforces this point again at his wordcamp presentation, (skip to ~29:30). He mentions specifically:

“Build up, build up, don’t over reach… you have to get there gradually”

“Start with a smaller niche then embiggen that niche”

“You’re writing about more and more important things and bigger niches and eventually, over time, people get to know you … they’re sending you links and LIFE IS GOOD.”

This method of building up very specific content should attract links naturally and over time build up the reputation and authority that your site needs these days to even have a chance in more competitive markets.

So we know that rankings matter. They matter a lot. There will never be a way to know 100% for sure where you rank for a given phrase but I think it’s pretty important to have as good an idea as possible so you can monitor the “success of your embiggening” (you can’t measure what you can’t track). I know a lot of people/SEOs are not fans of rank checkers but I think that if you monitor your rankings over local search engines over a long enough period of time, you get a good idea of how your doing and weather or not you need to focus more on the long tail or specific regions.

I wont go into too much detail about the variety of rank checkers available, Ann Smarty does a great job of that here but I will mention the one that we use here at Redfly. We use Advanced Web Ranking.

Advanced Web Ranking is website ranking software that allows you to track as many keywords as you see fit across every search engine imaginable, including every regional version of the major ones. The search engine database is updated almost daily and they even have the latest versions of Google caffeine and all it’s regional indexes included.

What’s even better is the fact that it uses the search engines API keys (You all still have your Google SOAP API keys right?) so you’re not violating any of the search engines rules about automated queries. The reporting is fantastic and you can easily see at a glance you’re overall organic visibility. The one problem I have with this application is that it only allows a single API key, I’d love to be able to enter multiple APIs, especially for each site. It’s expensive and not for everyone but for those serious about tracking rankings over multiple sites, I highly recommend it.

*** Edit: As noted in the comments below, the AWR search engine ranking software does indeed take the Google AJAX API keys.

Imagine if you had data on 1000 longtail keywords that only converted once or twice each year from your PPC campaigns. Each conversion is valued at say, €100. If you rank on page one for these results in the organic SERPs, chances are you’ll eventually get clicks and conversions. If you only get ONE conversion for each of these keywords again, that’s still €100,000. I’d be willing to bet you could generate relatively decent content for each of those terms for less than €100, especially if you are bootstrapping and especially if that content you are creating helps build your authority (see above). It’s a win-win-win situation. You’re creating content that you KNOW converts, that you KNOW will help build your authority (because you KNOW your customers convert on these topics) and that you KNOW is a worthwhile investment of time. It’s essential to monitor how you’re doing for these terms.

I know a lot of people will not agree with me in the value of tracking individual keyword rankings, they are indeed in a state of “everflux” (although longer tail term rankings tend to be a LOT more stable). But surely having a reasonable idea of how you’re performing holds value? Especially if you are entering a competitive market “through the back door” using the long tail method outlined above and in the videos by Matt.

What rank checkers do you use? Do you find they are a waste of time?

Did you find this post interesting or useful? Please give a Tweet or a Stumble. Thank You!

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One of the huge hurdles of starting any SEO campaign is knowing what keywords you are going to target. Keyword tools are a dime a dozen and we’ve all used them. But the biggest problem that they all have is that they can’t show conversion data (obviously).  I am a big fan of using PPC to get accurate and converting keyword data and optimizing to help rank for those keywords that you KNOW convert (or at least have a very good chance of converting again). This can also be done in reverse.

In a lot of cases, pay per click campaigns can give you some really valuable insights into the words that people use to find your site and ultimately become customers. In many cases, these words are quite long and were never phrases you were specifically targeting. Adwords for example can give you data on hundreds of CONVERTING long tail search terms. Once you know know what they are, you can simply craft a page specifically for those terms, focus on the on page elements, then sometimes all it takes is a new blog post linking to that page either internally or externally to get it into the number 1 position on the search engines. I wrote a post on the correlation between PPC and SEO a while back and I feel it’s still true today.

I do realize that optimizing for a search term that converts once every month may seem like a waste of resources in the short term but those rankings are easier to get and can add up quickly. To compete in a saturated market from the grass-roots level it’s essential. I also believe this method of growth and promotion is in line perfectly with what Matt Cutts (The head of search quality and webspam at Google) mentioned in the below webmaster help video in June. The video is only 87 seconds long but his point is clear.

Matt also reinforces this point again at his wordcamp presentation, (skip to ~29:30). He mentions specifically:

“Build up, build up, don’t over reach… you have to get there gradually”

“Start with a smaller niche then embiggen that niche”

“You’re writing about more and more important things and bigger niches and eventually, over time, people get to know you … they’re sending you links and LIFE IS GOOD.”

This method of building up very specific content should attract links naturally and over time build up the reputation and authority that your site needs these days to even have a chance in more competitive markets.

So we know that rankings matter. They matter a lot. There will never be a way to know 100% for sure where you rank for a given phrase but I think it’s pretty important to have as good an idea as possible so you can monitor the “success of your embiggening” (you can’t measure what you can’t track). I know a lot of people/SEOs are not fans of rank checkers but I think that if you monitor your rankings over local search engines over a long enough period of time, you get a good idea of how your doing and weather or not you need to focus more on the long tail or specific regions.

I wont go into too much detail about the variety of rank checkers available, Ann Smarty does a great job of that here but I will mention the one that we use here at Redfly. We use Advanced Web Ranking.

Advanced Web Ranking allows you to track as many keywords as you see fit across every search engine imaginable, including every regional version of the major ones. The search engine database is updated almost daily and they even have the latest versions of Google caffeine and all it’s regional indexes included.

What’s even better is the fact that it uses the search engines API keys (You all still have your Google SOAP API keys right?) so you’re not violating any of the search engines rules about automated queries. The reporting is fantastic and you can easily see at a glance you’re overall organic visibility. The one problem I have with this application is that it only allows a single API key, I’d love to be able to enter multiple APIs, especially for each site. It’s expensive and not for everyone but for those serious about tracking rankings over multiple sites, I highly recommend it.

Imagine if you had data on 1000 longtail keywords that only converted once or twice each year from your PPC campaigns. Each conversion is valued at say, €100. If you rank on page one for these results in the organic SERPs, chances are you’ll eventually get clicks and conversions. If you only get ONE conversion for each of these keywords again, that’s still €100,000. I’d be willing to bet you could generate relatively decent content for each of those terms for less than €100, especially if you are bootstrapping and especially if that content you are creating helps build your authority (see above). It’s a win-win-win situation. You’re creating content that you KNOW converts, that you KNOW will help build your authority (because you KNOW your customers convert on these topics) and that you KNOW is a worthwhile investment of time. It’s essential to monitor how you’re doing for these terms.

I know a lot of people will not agree with me in the value of tracking individual keyword rankings, they are indeed in a state of “everflux” (although longer tail term rankings tend to be a LOT more stable). But surely having a reasonable idea of how you’re performing holds value? Especially if you are entering a competitive market “through the back door” using the long tail method outlined above and in the videos by Matt.

What rank checkers do you use? Do you find they are a waste of time?

Did you find this post interesting or useful? Please give a Tweet or a Stumble. Thank You!

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Google is known for taking an extremely hard line approach to those using it’s products that break their policies. This goes for every product, including AdWords. With adsense, if you click your ads you understandably get banned and even as an AdWords advertiser, if you break the policies, you are treated with equal indiscrimination regardless of how much you spend. AdWords advertisers spending millions a year have woken up to find that Google simply doesn’t like them any more and they can take their money elsewhere.

Google AdWords & Affiliate Marketing.

To be able to keep on top of the ever changing search marketing space, we absolutely have to operate our own sites. How can we help a client with their e-commerce site if we don’t have one ourselves or at least worked on one before? It would be like paying an accountant to do your accounts with no experience only after reading “accounting for dummies”.

To operate our own sites, we’ve had to create and build sites from scratch and use those sites to better understand what makes each search engine tick. We could hardly test sometimes risky techniques on clients sites now could we?  The lowest point of entry to do this is affiliate marketing. I have never spoken about affiliate marketing on this blog before, but I am going to today.

Let’s get this straight, Google most certainly DOES hate affiliates , to be more specific, affiliates that use AdWords and I completely understand why. Leaving aside the fact that a large majority promote some less than savory products or services (and sometimes outright illegal products and services) from Google’s point of view, it is NOT an affiliates job to help a searcher (their customer) to find a product or service, it’s theirs.

One of the most important articles I have read on Google’s view of affiliate marketing that sums things up has been AdWords Quality Score: Can Your Business Model be banned written by Andrew Goodman of Page Zero Media. This article was WAY ahead of it’s time and if you are an affiliate marketer, I suggest that you read it if you use AdWords. The basic idea here for affiliates is to adapt and either change your business model or get the hell out. Rae Hoffman of Outspoken Media has the definitive guide on where to go from here with affiliate marketing. If you have not read this, you’re way behind. The days of affiliates providing no value making a quick and easy buck are long gone. If you’re not adding value, and a lot of it, you’re in trouble. I would also like to point out that the lines between Google’s paid and organic search policies is increasingly becoming thinner. What you could once “get away with” because you paid Google is no longer possible. PPC SEO is now real.

Advertisers Caught In The Crossfire

One of the benefits (and sometimes a hindrance) of being an AdWords qualified company is that we have direct contact with the AdWords agency team. We have a love-hate relationship with our Google reps and sometimes I have been outright rude to them (Sorry Guys!) because of their notoriously cryptic and secretive policies. But when you learn to read between the lines of what they are saying, their policies make sense and you can learn a lot.

Now, many “innocent” advertisers have been caught up in Google’s crackdown on affiliates using AdWords by getting “slapped” with €10 minimum bids (affectionately called a Google Slap), effectively making their accounts unsustainable. While I don’t agree with how they go about it, I understand why they do it. It makes sense to keep your “product” (AdWords) clean but doing it in Google’s stereotypical automatic way can cause a lot of false positives. If you are a legitimate advertiser caught up in a Google slap, there is something that you can do:

• Make sure that you have done everything you can to improve your quality score.
• Make sure you have no prominent affiliate links.
• Make sure any affiliate links are marked as “sponsored”.
• Make sure it is clear that your business model is NOT commission based. (In the traditional affiliate sense)
  
• Make sure that you have a physical address on your site.
• Make sure your site follows all quality guidelines. (As usual, this is only a TINY subset)
  
• Make sure your site is not a bridge page or a bridge site.
• Make sure you offer your own product or service.
  
• Submit your site for a manual review.

*If you are an affiliate, don’t bother submitting your site for a manual review, you’ll only make yourself look stupid. Google doesn’t want affiliates as advertisers any more. If you can’t read between the lines here, you probably shouldn’t be a PPC affiliate. The age of white labeling has begun

Once a Google support rep has reviewed your site and is confident that you are not an affiliate, after a day or two, you should see your minimum bids go back to normal and your traffic flow again. For a more detailed breakdown of what I believe is involved in this “review” I would highly recommend joining the SEObook Community. There is some juicy… updated documents behind the scenes over there that can help a LOT in understanding what a “rater” is looking for.

Perry Marshall makes an excellent point in his Google’s secret criteria post for judging (and slapping) websites:

Might I suggest…. add “Would a Google rep send her grandmother to this site” to your bag of tricks and let’s all do our best to make the Internet a more trustworthy place.

Above all, don’t make Google look stupid and remember an adwords advertiser is not a Google customer, the average Joe Soap searcher is.

Did you find this post interesting or useful? Please give a Tweet or a Stumble. Thank You!

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Since the latest release of Firefox (and subsequent release of the 3.5 b4) as well as the way Google has changed certain country URL structures, many users have seen the Google Global Firefox extension either stop working or not recognize that it’s on a Google search result page (giving the “Please navigate to a search result page” error).

Last week, we quietly released the bug fix to the Mozilla sandbox. This is now approved and is also available to download below. Please leave any feedback in the comments below.

This version should also improve performance and allow 100 more locations/IPs/Zip codes to be added and stored. All previous saved locations and settings should not be lost in this upgrade.

Like this extension? Why not share it instantly on twitter? Tweet This!

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